London and New York: LIV Golf has announced Scott O’Neil as new Chief Executive Officer of the company, effective immediately.

O’Neil will drive the strategic vision, business operations, and global growth for the league, its 13 teams and roster of world-class golfers, and its efforts to drive positive impact.

Greg Norman, who has been instrumental to the launch of LIV Golf as its first CEO and Commissioner, will hand over day-to-day management, but will remain involved with LIV Golf.

O’Neil’s appointment represents the reach of LIV Golf’s early success and positions the league for the next phase of sustained growth as it remains focused on modernising and supercharging the sport with a first-of-its-kind team competition and experience for the next generation golf fan around the world. 
 
“On behalf of the Board of Directors, we welcome Scott to the LIV Golf family, knowing he will capitalise on everything that has been accomplished over the past three years,” said LIV Golf Board Chairman Yasir Al-Rumayyan. 

He added: “Scott has the passion, the tenacity, and the vision to continue leveraging LIV Golf’s position as a pre-eminent, global sports and entertainment company and to lead our amazing teams and players for years to come.
 
“When we launched LIV Golf, there was no one that made more sense to lead the organisation other than Greg Norman. I thank him for everything he has done to establish, launch and grow our league. He has been instrumental to LIV’s success.”
 
Prior to being named CEO of LIV Golf, O’Neil served as CEO of Merlin Entertainments, responsible for overseeing the business operations and global growth across its 140-plus attractions in 23 countries.

Before Merlin, O’Neil served as CEO for Harris Blitzer Sports & Entertainment (HBSE), a portfolio of professional sports, entertainment, and investment properties, where he oversaw more than US$2 billion of growth in enterprise value centred on bringing innovation to the industry.
 
O’Neil has more than 25 years of experience in leading and managing global sports and entertainment brands. With a reputation for innovation, strategic and global brand development and partnerships, and a passion for culture and talent development, O’Neil has stewarded some of the sports and entertainment industry’s most renowned and iconic brands and properties, including the NBA’s New York Knicks and Philadelphia 76ers, the NFL’s Philadelphia Eagles, the NHL’s New York Rangers and New Jersey Devils, and the internationally ranked sports and entertainment arenas, Madison Square Garden and Prudential Centre.
 
O’Neil said: “The opportunity to lead a global sports league is a dream come true. I am grateful and humbly thank the members of the LIV Golf Board of Directors and its Chairman Yasir Al-Rumayyan for believing in my strategic vision, growth plan, and passion for this league.

“LIV Golf is the world’s first global golf league and, with the best teams and players competing around the world, it represents sports entertainment at the highest level.
 
“What LIV Golf has achieved in just three years is remarkable – the game has been infused with a long overdue bolt of energy and innovation with the team model, players have increased freedom and rights, fans are getting the access they have always wanted, and the game has been brought to new markets that have been desperate for elite golf for decades.
 
“There has never been a better time to unlock real financial investment, bring team golf and innovation to the forefront, drastically lower the fan age demographic, and put fan experience and fun at the centre of everything we do. LIV Golf represents the future of the sport and will ensure the future of the golf eco-system for years to come.”
 
Announced as LIV Golf’s first CEO and Commissioner in October 2021, Norman helped pave the way for its significant growth during his three years in charge, including establishing its ground-breaking team and competition format, roster of the world’s top golfers and connections to many of the best courses in the world.
 
“First and foremost, congratulations to Scott. He is exactly the type of experienced professional who understands the unique and powerful combination of entertainment and sports that LIV Golf exemplifies. The league will be in very good hands with him at the helm,” said Norman.
 
“I started this journey more than 30 years ago, knowing in my heart and mind that the game of golf and its professional players were under-valued, delivering a product that felt stagnant. With LIV Golf, we changed the game forever. None of this would have been possible without the vision and leadership of LIV’s Chairman Yasir Al-Rumayyan. He always knew what was possible and he never wavered from his belief that golf and the business of golf could be more than it was in the past.
 
“I couldn’t be prouder of what we’ve accomplished or more pleased with where the league stands today. I’m excited to pass the baton of day-to-day management and continue to help do what I can to grow LIV Golf.”